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Sonia Moaiery

AMA: Intercom Product Marketing Lead, Platform, Sonia Moaiery on Product Marketing vs Product Management

October 18, 2022 @ 10:00AM PT

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  1. As a product marketer, how do you know if you're a better fit to be a product manager?

    Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    I’ll outline where I see PM and PMM overlap and diverge, and what signals to look out for to assess the better fit for you. I had a chance to test out a PM role in the past and was a CPG Brand Manager which is similar to a PM.  PM/PMM Overlap. They both: Have the end goal of solving a customer/end user problem. This requires a deep understanding of who the customer is, their needs and the value they seek. Work cross-functionally to get x-func teams bought into a vision, solutions to a customers' ...Read More

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    6 requests

  2. Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)

    Particularly interested in technical products, but also curious for nontechnical.

    Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    The copy in the product itself is owned by our Product Design team. However, we have a Customer Engagement / Customer Lifecycle Marketing team that owns copy for in-app messages like tooltips, banners, carousels etc. PMM will also schedule in-app messages (depends on the message itself) where we will own the copy.

    I know some orgs will have copywriters specifically for the product that will sit within the product or UX team, but I think this is more of a luxury at most organizations.

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  3. How do you ensure that PMM sits as a strategic partner to PM, rather than an administrative or subordinate function?

    Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    Like any good working relationship, you have to take the time to build trust. Here’s a few things I do to build trust and position myself as a strategic partner to PM.  Meet regularly and come with a prepared agenda. It doesn’t necessarily have to be weekly but know how you want to use the time and deliver value to them as well. This might include asking them to walk through the latest roadmap rationale and asking them questions around what challenges they’re running into with testing, adoption ...Read More

    2,160 Views
    4 requests

  4. How different are the product marketing KPIs from the product management KPIs?

    Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    I think there’s a high degree of overlap. The two functions may cut metrics differently or over different time horizons but for the most part many metrics are shared. A few examples that are top of mind:  Acquisition / Conversion / Activation - if you’re at a self serve or PLG company, Growth PMs might be really focused on activation and getting customers to the ‘a-ha’ value moment. Whereas PMMs, may be focused on acquisition specifically tied to campaigns or a specific buyer persona (i.e. are w ...Read More

    1,400 Views
    2 requests

  5. Who owns pricing - product management or product marketing? If product management, then what is product marketing's role?

    Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    At one point pricing and packaging sat in the PMM team at Intercom but as pricing and packaging became more complex for us with many, many plans, we actually now have a dedicated pricing and packaging team that PMM works closely with when it comes to new product releases to determine if they fit within existing plans or need to be an add-on, and which plans access given features.  The P&P team tends to own P&P overall and for much bigger product releases, and for smaller tier 2/3 release ...Read More

    1,139 Views
    2 requests

  6. Who owns customer feedback in your organization, and does that ownership change across stages like design partners, beta, and full release?

    Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    Many different functions gather customer feedback - we have a customer feedback hub that attempts to centralize all the different streams of customer feedback from various teams into one dashboard / engine. This includes everything from NPS surveys, feature requests logged in product, win/loss notes from Salesforce etc. We have a research team that drives a lot of this feedback, but product often is gathering customer feedback from betas, PMM from buyer persona research, BizOps from broader mark ...Read More

    805 Views
    3 requests